HERSHEY BACKS POT OF GOLD;NEW OBXED-CHOCOLATE BRAND ROLLS TV, PRINT ADS FOR HOLIDAY SEASON

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Chocolate is given a mystical quality in Hershey Foods Corp.'s national TV and print ad campaign for its first U.S. boxed chocolate called Pot of Gold.

$5 MIL CAMPAIGN

The estimated $5 million campaign from DDB Needham Worldwide, New York, breaks this week, with TV spots showing an animated man and his son on a snowy ride in a horse-drawn sleigh. They journey to a cottage marked Hershey's Pot of Gold, described as "a special place where chocolate is everything."

The camera pulls back to show they are inside a snow globe.

Cal Gingrich, brands manager at Hershey, said print ads are scheduled in Chocolate Gourmet, Parade, People and TV Guide. The print uses the theme: "Fine chocolates have always been our gift."

BORROWING CANADIAN BRAND

In jumping into the $143 million boxed-chocolate category, Hershey is borrowing the name of its successful brand in Canada to go up against Whitman's Candies' Russell Stover and Whitman's brands, which hold nearly 70% of the U.S. market, according to Information Resources Inc.

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